SHREVEPORT, LA (03.26.24) – This subject is so important that we are reprinting an article by Bill Ward of CMIC Consulting that appeared in the August ’95 issue of the 12 Volt Advertiser. We had many favorable comments regarding the article… now over 29 years ago.
In 2024 Store Appearance and the In-Store Experience is even more vital. Online activity is impacting brick and mortar store in a very negative way. Small businesses have been the heartbeat of the retail category. Many manufacturers are now driving business through their websites and even offering drone delivery.
This past weekend NIKE reported they were looking at options to drive more business through non-traditional retail channels. Below is the ‘Store Appearance Is Vital’ 12volt Advertiser August ’95 article directed to 12volt retailers.
Each day when you open your store and your customers walk in the door, they are making a new judgement about your store. Is the store clean and well merchandised, or is it cluttered and disorganized? How does it compare to nearby stores where they have shopped for the same product. In the first few seconds, they will form an opinion that will last a long time. Will it be a good impression or will it be a negative one?
The customer evaluation of your store starts as soon as they drive in your parking lot. Trash and clutter will not only affect today’s customer but your future customers who may be just driving down the street. The outside of your store is like a billboard that advertises your company. Does it make the statement you want to make? When your customer walks in your door he is your guest. At home when you know you are having a party or company, you make sure everything is clean and looks its best. When your store opens every morning, it should not be any different.
The 60 minutes before you open each morning is a critical time for every retailer to get ready for today’s customers. It’s a time that the owner or manager should be active and get involved with supervising his employees to be sure that the store is ready to open. Before you unlock your door, walk around and inspect the inside and outside and look at it through the eyes of your customer. How does it stack up?
CHECK your parking lot and be sure it is clean and litter free. CHECK to be sure your door and window glass is clean and free of smudges. FILL in products from your stock room so your selection is complete and you displays full. RE-ALIGN and merchandise to maximize the impact of your product displays. REMOVE all empty cartons and packing from the sales floor. CHECK all your advertised merchandise and be sure it is priced and ready to go. MAKE sure your aisles are free and clear of clutter and boxed merchandise. HAVE your store and restrooms clean and ready to open.
CHECK to see if your point of sale signs and pricing is all up to date and current. DELEGATE the responsibility to get the job done, but personally inspect the results each day before you open.
The In-Store Experience is so important. The MUSIC MATTERS and people can not experience the highs and mids, or feel bass in their chest, on a smartphone or laptop.
As an industry ‘Let’s Get Our Shine On’!
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